Cognizant of the industry's earnings squeeze, the Pennsylvania Credit Union Association is surveying its members this month about continued support for the iBelong awareness ad campaign in 2011.
Though the TV spots have been deemed highly successful in moving the membership needle, league officials said they still want to give Pennsylvania CUs a chance to assess financial contributions.
To that end PCUA launched an online survey this week among CEOs to consider "whether the level of support remains strong for continuing the statewide iBelong campaign next year."
"By nearly every metric, the campaign, has worked well surpassing national industry marks on membership growth," said the league.
According to first quarter reports, annual membership growth among Pennsylvania CUs was up 2.5% compared to 1.0% nationwide, said the league.
And based on a recent Polk-Lepson Research Group recall study, awareness of credit unions among a target market increased by 31% since the beginning of the campaign nearly four years ago. iBelong is also licensed by PCUA to leagues in Illinois, Mississippi and Vermont.
"While the association is pleased with the campaign results, the board understands that credit unions will be under increasing financial pressure in 2011," said PCUA. "The survey being conducted is intended to determine if members would like to continue supporting the campaign at current levels or make some changes going forward."
CEOs are asked to complete the survey by tomorrow with final action on any possible changes not expected until a November board meeting, said a spokesman.